An alternative to content pillars
“Content pillars” is a popular framework for creating marketing content.
The idea is to have 3-4 topics or themes that you create content about.
But as Erica Schneider explains in her newsletter, content pillars can feel limiting. They may even be holding you back.
What if you want to post on social media about something else?
Instead of content pillars, she argues, think about content in three categories. She calls this the “MP3 framework.”
Image via Erica Schneider
Create content that markets the problem. Name the struggles your clients are facing. Point out what’s not working for them and why. Don't hesitate to challenge conventional wisdom or best practices.
Create content that markets the process. How do you like to work with clients? Talk about your frameworks and processes. Share resources and worksheets. The more practical, the better.
Create content that markets the proof. These are the results your clients get. As a therapist, this one is a little more difficult, so you may need to get creative. It’s easier if you offer business coaching or consulting services.
The next time you go to write a blog post, send a newsletter, or post on social media, instead of asking yourself “which pillar does this belong to,” ask yourself, “what problem am I addressing,” “what process am I sharing,” or "what proof am I offering?"